The role of an online newsroom in press release distribution
It’s a cliché at this point, but nonetheless true: Media organizations are short-staffed, which means they’re always on the lookout for rich, multimedia content. Luckily for media outlets, PR can offer the stories and immersive experiences that audiences crave. From writing the perfect subject line to using innovative digital methods of distribution, attendees gained a powerful understanding of the current state of the press release.
PressPage's North American Sales Director, Tom Gubbins, participated in an in-depth look at what it really takes to get your press release picked up in today’s hectic media landscape.
Together with three other veteran media relations professionals, he shared his know-how in placing stories in media outlets whose gatekeepers are strapped for time and have even less patience for a sloppy press release.
Tom gave attendees an interesting take on how an online newsroom can be a very effective tool for press release distribution, amplification and conversion.
Newsroom ROI
Tom discussed clear ROI and presented the cases of Marathon Petroleum and H&R Block.
In the case of Marathon Petroleum, their newsroom analytics show that 15-20 percent of the people exposed to a given post follow through to the newsroom, and they spend an average of 1.5 to 2.1 minutes reading the press release. Plus, readers are compelled to explore the rest of the site.
For H&R Block, the yield from their newsroom has also increased. In January this year, overall sessions were up 12.35 percent compared with the same month in 2015. All engagement numbers have increased, among them sessions, page views and time spent on the site.
Speaker tips
Some smart pointers of the other professionals that contributed to thier thoughts included:
"Nearly every release should have a hero image" says @whereswalls.
Use short quotes in your press releases.
Find out just how easy it can be to transform your current news site into a dynamic tool that targets your message to the people you need to reach. Please complete the following form to receive a copy of the Essentials for a Stellar Online Newsroom white paper.
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Want to learn more? Read more about writing great press releases or check out our examples of effective press releases to feel inspired.
PressPage provides a SaaS PR platform with additional services for creation of advanced social newsrooms, virtual press centers and online media hubs. It enables brands to publish and distribute rich content, and provides direct insights into the results. PressPage empowers PR professionals by adding efficiency and effectiveness to their daily work routine.